As you read this, Mother's Day 2008 will likely have past, while Father's Day 2008 should still be on the horizon. So is your adult retail/distribution business taking advantage of these occasions to sell product? Or are you standing on the sidelines, fearful of ‘doing the wrong thing'?
To find out what everyone else is doing, ANB magazine contacted numerous novelty manufacturers and retailers. Their feedback about using Mother's Day and Father's Day as sales opportunities raises some interesting questions about chances missed, and the industry's continuing uncertainty about its place in mainstream society.
Should Adult Products Be Linked to Mother's Day and Father's Day?
In interviewing people for this article, ANB magazine did not directly ask if adult novelties should be promoted as Mother's Day and Father's Day gifts. Yet this question was on the minds of most people who responded, and some were definitely not comfortable with the idea.
A case in point: "Pjur Group does not have any specific promos for Mother's Day and Father's Day," said Pjur CEO Richie Harris. "We have not realized or taken advantage of these holidays as usually the gifts are purchased by children or we feel that of-age children do not approach sex easily with their parents. These holidays do not so easily translate to our business [adult lubricants] or the adult business in my view. There are many other more productive use of funds for promotions."
Other firms were more upbeat about the idea. "Good Vibrations has not specifically targeted Mother's Day or Father's Day in our sales promotion," said Good Vibrations' marketing coordinator Allison Goldstein. "That just isn't our target consumer. We tend to focus more on singles, couples, [and] bridal .... [However] At Good Vibrations we are proud to say that we have fantastic items for any occasion and whether that's a spouse, partner, friend, or relative buying a present for Mother's Day, Father's Day, or any other cause for celebration. We think any chance to provide a little sex-positivity in people's lives is always a welcome one."
"I think tying in romantic sentiments to any and all holidays will undoubtedly bring better results than a tie for Dad or a kitchen appliance for dear old Mom," quipped Rick Plank, owner of Phallix Glass.
The Conundrum
Richie Harris' concerns about the appropriateness of adult novelties for Mother's Day and Father's Day make sense; there are certain things that you do not want to give your parents. On the other hand, Allison Goldstein's point also makes sense: When executed with whatever degree of tact makes sense, there are ways to give adult gifts to almost anyone; even if they are just gift certificates.
One company that is quite comfortable selling to the Mother's Day and Father's Day gift markets is The Kama Sutra Company in Thousand Oaks, CA. The reason: In contrast to the gaudy vulgarity of many adult products, Kama Sutra's items are elegantly packaged and tastefully presented. They would look quite in place on the most refined of retail store shelves; a fact that reflects the company's determination to reach the mainstream without shame or self-consciousness.
"Kama Sutra is unusual in that we do a lot of PR with mainstream women's magazines not directly related to the adult industry," noted Beverly Pollington Sirjani, the company's senior vice president. "We are also doing a media tour to promote the products this year. Part of this will be targeted towards Mother's and Father's Day."
Sirjani is quick to admit that these occasions can be a tough sell for many adult novelty retailers, "as many products just aren't suitable ... [But] Kama Sutra has an advantage for these kinds of holidays because our products could be opened in front of children and family without shock value, and they are already packaged to look like gifts. There are a couple of other companies I can think of that could pass the shock value test, but many just aren't a fit for these particular occasions which tend to be more family orientated than private."
The Bold Approach
Of course, not every American family sees sex as taboo. Some parents are quite open with their adult children, and thus receptive to sexually-oriented gifts instead of toaster ovens or neck-ties.
For this market, Cal Exotics' publicity manager Scott Stein has lots of gift suggestions. "For Mother's Day one idea would be to buy your Mom an iPod plus a CEN Vibro Pod Digital Music Stimulator with Dual Sized Bullets," he proposed. "Another idea (this could be for both parents) are our wonderful massagers: There's the Miracle Massager, the Dream Massagers available in Pink, Blue and Purple; and our Pleasure Dot Massager available in Red, Blue & Purple."
"Any of our games would be nice to spice things up as well," said Stein. These include titles such as Intimate Dates, Entice, Encounters, Sealed with a Kiss and A Little Loving. "Our remote control items are also fun for both; they are very much a couples' item."
Bridging the Gap
Not every adult novelty can pass the test of tastefulness; in fact, many sell precisely because of their shock value. After all, will guys really gravitate to male masturbators that are packaged in paisley print boxes, and whose covers offer no hint of the delights lying within? Not likely!
Similarly, many of the items described by Scott Stein would scandalize Bible Belt parents, but it's precisely the scent of scandal that makes them sell 365 days of the year.
So what can sellers of these products do to take advantage of Mother's Day and Father's Day? The answer is simple: Promote these products to the spouses of the Moms and Dads receiving gifts. After all, there's no reason that Dad can't buy Mom the latest rabbit-style vibrator for Mother's Day; giving it to her in the privacy of their bedroom, after all the kids have gone to bed.
In fact, Mother' Day is a perfect time to sell sex aids for women, if the promotional message is aimed at husbands and boyfriends. "She works hard to take care of you and the kids all year ‘round; why not help her to really enjoy relaxing?" could be a possible Mother's Day message. Similarly, "He's the father of your children; remind him how much fun you both had creating them" could help promote Father's Day sales of lingerie, sex toys and virtually anything else to grateful spouses.
Fundamentally, adult novelty products are about pleasure, and the gift of an adult novelty from one person to another is thus a gift of pleasure. In this very broad sense, an adult novelty is thus the best gift for all occasions, as long as it is given in ways that respect the recipient's sense of privacy and propriety.
Think about it: Could you really give your spouse a better gift than great orgasms? Obviously, the answer is ‘no', which is why adult novelties are perfect for Mother's Day, Father's Day, anniversaries, Christmas, and any other occasion where gifts are exchanged.
The Industry Speaks: We asked fellow adult novelty industry professionals what they would get their mother or father from their own inventory and received many comical as well as a few practical responses. We decided to share these with you.
"I would get my mother Jenna's Bubbles in Cucumber Melon and I would get my father the Anal Intruder Kit because he doesn't stop talking about how it's the first kit he invented!"
-Chad Braverman, Director of Product Development and Licensing, Doc Johnson
"My mom doesn't even know where I work, so sending her a Topco Sales product would be quite the surprise gift. However, for those with parents who are more contemporary in regards to sex toys I recommend Topco's Pheromone Seduction Petals, Magic Massager, Adult Play Pal, or LURE Pheromone Colognes for Him or Her."
-Desiree Duffie, Director of Marketing & Public Relations, Topco Sales
"Modern silicone lube. Older generations are still using KY jelly!"
-James Medina, Affiliate Manager, XR Wholesale
"I would get mom the Rose Tickler, and dad, the Fucksaw Kit, he does a lot of wood working. That's pretty sick though."
-Ari Suss, President, XR Wholesale
"I would give the Share to my father or the Magnum. I think the dildo section is sexy for men-straight or gay-and the Delight I would give to my mother it s discrete and beautiful. Then there is the whole new Funfactory bodycare line "love yourself" which I would give to both at the same time since when you look through our love yourself catalogue you will see it is a real couple bodycare line."
-Rudy Kottbauer, Marketing, Sales & Customer Relations, Fun Factory USA
"Probably a lingerie gift set...definitely not a blowjob bib!"
-Elan Rofe, President, Hustler Lingerie
"I would get my Mom a rabbit-probably the Petite Pleaser from our Playgirl Line. I told her a story about a girl who didn't know what a rabbit was and then she was like- uhhhh what is a rabbit? Unbelievable!"
-Alicia Sinclair, Sales Representative, Pipedream Products
"I can speak with confidence and know Lover's Choice romantic products are sold for Mother's Day-especially our Deluxe Bed of Roses and Fantasy Suite. I have personally given both of these to my parents over the last few years and they loved them. A new game we carry called Discover Your Lover is also a great product I would give."
-Randall Hughes, President & CEO, Lover's Choice
"The great thing about Fairvilla Megastore is that we have something for everyone-even conservative parents! For my Mom, I would give "The Ting Ting," it's an incredible vibrating scalp massager and a box of Schakolad chocolates. Every girl needs chocolate! And for my Dad... I would give him a crown we carry that says "King" on it. Hey, he deserves to be king for a day! How much you want to bet he steals my mom's scalp massager?"
-Debra Peterson, Director of Marketing, Fairvilla Megastore
"Help Mom & Dad to put some "Play" back into their lives with these "Oh So Tasty" Neapolitan Play Pens "Body Paints". Mom & Dad can Put the "Diet" on hold this Mother's/Fathers Day!"
-Chris Post, Vice President, HOTT Products